Homegrown Ventures has announced the final close of its first fund, raising over US$22.8 million. This is more than its original target of $20 million. The firm focuses on investing in consumer brands, especially in categories like CPG and FMCG.
The fund is supported by a group of regional and global investors. It will invest in early-stage companies that offer “better-for-you” products in areas like food and beverages, health and wellness, personal and home care, and lifestyle.
For many years, the consumer market in the MENA region was dominated by big global companies. Most products and brands were created outside the region, leaving little space for local ideas and innovation.
At the same time, many local founders in MENA were building their own brands. They understood the culture, customer preferences, and market challenges, but they didn’t have enough support or a strong ecosystem to grow.
Homegrown Ventures was created to solve this problem. It is a specialized CPG-focused firm started by experienced leaders like Ahmad Shamieh and Nader Amiri, who have worked with companies like Unilever, Coca-Cola, Kraft/Mondelez, Nokia, Danone, and Microsoft.
“With over 55% of the MENA population under 35, we are witnessing a structural shift that most investors are still sleeping on. These consumers don’t just want local alternatives, they are actively choosing them, demanding transparency, better ingredients, and brands that reflect who they actually are. said Nader Amiri, General Partner, Homegrown Ventures
What separates Homegrown from everything else in this market is that when a founder sits across from us, they’re getting partners who have negotiated with the same retailers, built the same supply chains, and made the same mistakes. That’s an unfair advantage we pass directly to our founders,” said Ahmad Shamieh, General Partner, Homegrown Ventures
Founded by Nader Amiri and Ahmad Shamieh, Homegrown Ventures has already invested in five startups, including PawPots and Plaay, even before the fund was fully closed.
The fund will invest in companies across the MENA region, South Asia, and some global markets, helping support the growth of new consumer brands.
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